Session 4 Business Buying Behavior
Time required: 2 hours
Objectives & Requirements
Be aware of
• how business markets are different from consumer markets
• why business demand is derived, largely inelastic, and more fluctuating.
• how to treat business buyers who are better trained and more professional.
Essential Concepts
• derived demand
• the model of business buyer behavior
• major influences on business buyers
• major types of buying situation
• eight stages of the business buying process
• buying center and roles
Text Chapter and Supplementary Materials
Chapter 6,Kotler & Armstrong, Principles of Marketing 9th ed.
References at the end of the chapter, and in the Course Syllabus
Exercises and Discussion
Marketing Applications: Question 1 (a – e)
Issues for Discussion:
1. Why is relationship marketing more important to the B2B than to the B2C players?
2. What’s the business model of Alibaba.com?
3. How come Alibaba has succeeded in its e-hub?
Case Analysis:
《西斯尔石膏板厂》(《当代营销学案例集》)
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